Foreo strengthens CDF partnership ahead of peak holiday season

By Charlotte Turner |

Taking advantage of an anticipated boom in travellers for the Labour Day holiday season (30 April-04 May), Swedish beauty and tech brand Foreo and anti-ageing sister brand, FAQ, ramped up their marketing efforts by further strengthening their partnerships with multiple retailers, including China Duty Free Group (CDFG).


Foreo said it expected the Labour Day Holiday in Hainan ‘to be an extremely profitable season’, evidence for which it says can be found in China Tourism Academy’s q1 2022 report.


“Haikou was shown to be the fifth most popular travel destination in China, following Shenzhen, Shanghai, Xiamen, and Guangzhou,” said Foreo.


“With over 85.32% of citizens willing to travel in Q1 (a YoY increase of 3.15%), China Tourism Academy estimates that for FY22, a total of 3.9 billion people will participate in inbound travel, spurring a revenue of CNY3.81 trillion. This shows a YoY increase of 16% and 27% respectively.”



Both Foreo and FAQ have launched new outdoor advertisements on LED screens at Haikou Mova Mall to take advantage of the anticipated peak in travellers. Advertisements specifically showcase hero products from both brands, highlighted under the umbrella slogan of ‘Power Your Beauty.’


Foreo and CDF expect thousands of visitors during the holiday season.

Foreo expected a peak in footfall during the holiday season.

The LED pillars, located at both the east and west sides of the Haikou Mova Mall, where thousands of shoppers were set to pass by the CDF Haikou Duty Free Shop and GDF Plaza during the holiday season, translates to increased visibility of the brand, cutting through the noise.


The campaign is set to last until the end of June.


Foreo has also enhanced its partnership with duty free giant CDF by launching the Glow Up Collection. The sets, which received ‘phenomenal response’, said Foreo and ‘are highly sought after’.


CDF shoppers will see the Collection with Fuschia Luna mini 3 available for their exclusive purchase.

CDF shoppers will see the Glow Up Collection with Fuschia Luna mini 3 available for their exclusive purchase.

“CDF shoppers will see the Collection with Fuschia Luna mini 3 available for their exclusive purchase,” said Foreo.



Starring in the set also are the Serum Serum Serum and the Micro Foam Cleanser, which work in tandem to provide the user with a definite ‘glow up.’


The newly launched collections are not only available at the brick and mortar stores owned by CDF, but also available at multiple CDF Wechat Online shopping platforms, offering greater convenience for customers to enjoy the special set.


Apart from strengthening the partnership with CDF in Hainan during the holiday, the Foreo and FAQ pop-up at HTDF launched new campaign to celebrate Labour Day and Mother’s Day from 1-8 May.


Global Travel Retail Director Gary Leong said: “Our approach to conquer the Labour Day holiday is one of strength and relationships; by ensuring that all our partners have unique USPs in regards to partnerships with our brand, we can reach maximum exposure for one of the main marketing holidays of the year.


“We have expanded our consumer touchpoints to further establish Foreo and FAQ as the brands spearheading creative marketing in Hainan.”

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